The Culture War Is Affecting Advertising More Than You’d Expect
Browse most brand websites or apps today and you’ll spot a pattern. Different sectors, different audiences, but they have a curiously similar look. Think rounded corners, friendly sans-serif fonts, soft colours and safe layouts, all designed to be as broadly appealing as possible.
While the design isn’t bad, it highlights how advertising has become the battleground for broader culture war conflicts playing out in the corporate world. Don’t worry, we’ll break down why below.
Today, inspired by ‘How the culture war is remaking advertising’ by the Financial Times, we’re delving into what’s going on in the design world and how the wider cultural landscape affects the ads you see everyday.
How the ‘Culture War’ Is Shaping Digital Design
In a time when the culture war dominates headlines and brands face constant scrutiny online, design has become a kind of shield.
Before we go any further, we’ll quickly define ‘culture war.’
Cambridge Dictionary defines it as “disagreements about cultural and social beliefs between groups, especially between people with more conservative opinions (= generally against social change) and people with more progressive opinions (= generally supporting social change)”
In advertising, brands are swapping bold campaigns for vague designs to signal neutrality, avoiding a clear stance or overexposure. But in doing so, many brands are fading into the background.
Really, brands are no longer just selling products. They’re navigating a complex landscape where every message is scrutinised through political and social lenses. The pressure to avoid controversy can lead to overly cautious design choices that prioritise neutrality over personality. And this is exactly why design deserves a seat in the boardroom.
When design becomes more about managing risk than expressing identity, we lose something fundamental: the chance to connect, inspire and stand for something meaningful.
Why Bold Design Decisions Still Matter
In contrast to the neutral design trend, boldness does pay off.
The brands that cut through are the ones willing to take a position, visually and culturally. That doesn’t mean being loud or polarising for the sake of it. It means being authentic, even when that means breaking the grid or breaking convention.
In the American market, more brands have pushed back to older strategies, embracing the ‘anti-woke’ sentiment and directly targeting republican consumers.
A significant example is the fast food chain Carl’s Jr. ’s ‘burgers and bikinis’ advert during the Super Bowl. In 2017, the brand ditched this marketing technique, but in 2025, the team brought it back in full force—many believe in response to the Trump administration.
Like it or not, it’s a campaign that caught the public’s attention and cut through the noise.
What Does This Mean For The Future?
The divide between left and right is ever-widening. But what does this mean for the future of advertising?
The truth is that design is never truly neutral. Choosing not to say anything is still saying something. So, as we continue into the future, it’s vital for brands to be more authentic and unashamed in their approach.
Remember, safe design is not good design. It’s just quiet conformity, dressed up in clean lines. Now more than ever, it’s time for brands to have the courage of their convictions and for design to help them show it.
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